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| emergingtech.tbr.edu |
Researchers at the
University of York in England tested people’s reactions to new technology. It
was an adventure game called ‘Don’t Starve.’
There were two rounds
to the game. In the first round participants were told that the map used in the
game would be chosen by a random generator. In the second round, participants
were told that a new artificial intelligence (AI) system would select the map
based on the skill level of the participants. After each round, participants
were asked to complete a survey. In reality, both games were exactly the same.
The results were
obvious. Participants significantly preferred the new AI system. Participants
said there were different difficulty levels when they thought they were playing
with the new AI system.
The researchers
conducted the experiment again, with modifications. A new set of participants
were asked to play the game. They all played one round of the game. Then they
were separated into two groups. One group was told that the map used in the
game would be chosen by a random generator. The other group was told that a new
AI system would select the map based on the skill level of the participants.
Again, the results
were obvious. Participants significantly preferred the new AI system.
Researchers think the
expectation is that something new
must be better than the previous
version, whether it actually is or it isn’t – and even if there is no change.
Therefore people like new things just because they are said to be ‘new’ – in other
words NEW=BETTER in people’s minds.
This experiment only
looked at new game technology and not other technologies, gadgets and ‘new
things’ such as clothes, cars, shoes, furniture etc. Nor did this experiment
document the results of people who did not prefer the new technology to
determine why, and to take the study further.
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